Abstract and Keywords
The localization of websites involves translating and adapting content to specific local markets. This involves language technologies, and the degree of adaptation varies according to marketing criteria. Cross-cultural communication via websites, and of the elements that constitute the individual screens of each site, is one of the fastest-growing areas opened up by the era of electronic communications. The development of the Internet as an interactive medium is giving rise to a series of creative non-professional translation practices. There are several ways of relating the groups working on the different language versions of a website. Because of mixed strategies, most organizations preserve their global image while at the same time incorporating elements likely to enable regional synergies and appeal to local users. Website communication is such a fast-moving phenomenon. As websites increasingly use spoken and visual communication, more and more translations may be into voice files.
Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.
If you have purchased a print title that contains an access token, please see the token for information about how to register your code.